The Walt Disney Company Sets New Standards for Food Advertising to Kids11:00 EDT Tuesday, June 05, 2012
BURBANK, Calif. (Business Wire) -- Building on its landmark nutrition guidelines established in 2006, The
Walt Disney Company (NYSE: DIS) today became the first major media
company to introduce new standards for food advertising on programming
targeting kids and families. This significant undertaking marks the
latest step in Disney's partnership with parents to inspire kids to lead
healthier lifestyles. Under Disney's new standards, all food and
beverage products advertised, sponsored, or promoted on Disney Channel,
Disney XD, Disney Junior, Radio Disney, and Disney-owned online
destinations oriented to families with younger children will be required
by 2015 to meet Disney's nutrition guidelines. The nutrition guidelines
are aligned to federal standards, promote fruit and vegetable
consumption and call for limiting calories and reducing saturated fat,
sodium, and sugar.
Building on its landmark nutrition guidelines established in 2006, The Walt Disney Company today became the first major media company to introduce new standards for food advertising on programming targeting kids and families. In addition to its new advertising standards, Disney introduced the "Mickey Check" tool, an icon that calls out nutritious food and menu items sold in stores, online, and at restaurants and food venues at its U.S. Parks and Resorts. By the end of 2012 the "Mickey Check" will appear on licensed foods products, on qualified recipes on Disney.com and Family.com, and on menus and select products at Disney's Parks and Resorts. Featured here: Mickey Check logo. (Photo: Business Wire)
“We're proud of the impact we've had over the last six years,” said
Robert A. Iger, Chairman and CEO, The Walt Disney Company. “We've taken
steps across our company to support better choices for families, and now
we're taking the next important step forward by setting new food
advertising standards for kids. The emotional connection kids have to
our characters and stories gives us a unique opportunity to continue to
inspire and encourage them to lead healthier lives.”
Since 2006 when Disney became the first major media company to establish
nutrition guidelines, the company has successfully combined its unique
storytelling, beloved characters, and unparalleled reach to make
healthier lifestyles for families more appealing and more fun. Disney's
unmatched efforts have received critical acclaim and recognition from
moms, nutrition experts, and federal regulators.
"This new initiative is truly a game changer for the health of our
children," said First Lady Michelle Obama. "This is a major American
company - a global brand - that is literally changing the way it does
business so that our kids can lead healthier lives. With this new
initiative, Disney is doing what no major media company has ever done
before in the U.S. - and what I hope every company will do going
forward. When it comes to the ads they show and the food they sell, they
are asking themselves one simple question: 'Is this good for our kids?'"
“Mickey Check” Tool
In addition to its new advertising standards, Disney today introduced
the “Mickey Check” tool, an icon that calls out nutritious food and menu
items sold in stores, online, and at restaurants and food venues at its
U.S. Parks and Resorts. By the end of 2012 the “Mickey Check” will
appear on licensed foods products, on qualified recipes on Disney.com
and Family.com, and on menus and select products at Disney's Parks and
Resorts.
Disney Magic of Healthy Living on
Vacation
In 2006, Disney pioneered new, well-balanced kids' meals served at its
Parks and Resorts, which automatically include nutritious sides and
beverages such as carrots and low-fat milk, unless parents opt out. Of
the more than 12 million kids' meals served last year at Disney Parks
and Resorts in the U.S., parents stuck with the healthier options 6 out
of 10 times. Now, Disney will enhance its breakthrough efforts by
further reducing sodium in kids' meals and introducing new well-balanced
kids' breakfast meals.
Disney Magic of Healthy Living at
Retail
Since 2006, Disney Consumer Products (DCP) has sold more than two
billion servings of Disney licensed fruits and vegetables in North
America, and has transformed its food offerings resulting in 85 percent
of all U.S. licensed products meeting the company's nutrition guidelines
and only 15 percent reserved for special occasion treats. Additionally,
Disney will further reduce sugar and sodium in all licensed foods.
Disney Magic of Healthy Living On-Air
Disney's iconic characters, creativity, and family entertainment
platforms offer a unique position from which Disney can help make
nutritious eating and physical activity fun and rewarding. Disney
Magic of Healthy Living includes online resources for families, live
events, as well as informative short-form programming. The on-air spots,
which today reach almost 100 million households in the U.S. on Disney
Channel, Disney XD and Disney Junior, inspire and encourage kids and
families to live healthier lifestyles through better eating habits and
fun activities.
Disney's 2006 nutrition policy stipulated that promotions aimed at
children 12 years old and under – most notably for films – would meet
specific guidelines. Since then, Disney kid-targeted film promotional
campaigns feature only healthier food and beverage products.
“Making healthy eating and physical activity fun is central to creating
healthier generations to come,” said Dr. James O. Hill, who worked with
Disney to develop its nutrition guidelines, and is executive director of
the Anschutz Health & Wellness Center at the University of Colorado.
“Disney is using ‘magic' – fun and creativity – to encourage kids and
families to make positive changes, and it is working.”
About Disney Magic of Healthy LivingDisney Magic of Healthy Living partners with parents and inspires
kids and families to lead healthier lifestyles. This initiative includes
engaging content, useful tools, as well as nutrition guidelines that
pair the fun of Disney's stories and characters with a well-balanced
portfolio of foods and healthier lifestyle choices. Disney's nutrition
guidelines, which were first introduced in 2006, were developed with the
help of experts and align to federal standards. For more information,
please visit: www.thewaltdisneycompany.com/mohl
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50300212&lang=en
The Walt Disney CompanyZenia Mucha(818) 560-5300orMichelle
Bergman(818) 560-8231orMarni Tomljanovic(818)
567-5384

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